Two-dimensional code app breaking: Media resources grafting mobile power provider

"Billion Power network News" February 28, the low technology threshold allows some to start with two-dimensional code scanning Tool software began to decline, while others holding a lot of media resources Enterprises began to try to take advantage of channel advantages come from behind.

Billion power network learned that Beijing Bo na technology is relying on the line under the subway, magazines and other media resources, supplier resources, and its own development of mobile applications "shot enough" to try to sell goods in the form of two-dimensional code distribution scattered to each life scene, and directly through the online payment link, become a mobile end trading platform.

New path to "have resources first, then make products"

2012, two-dimensional code scanning software more and more infiltration to mobile terminals, micro-bo, micro-letter, I check and other types of mobile applications are opening up two-dimensional code scanning function.

"For smart quick shot, I check and other two-dimensional code industry pioneer, generally used first to develop a product, and then crawl the user's path." And shoot enough is to master enough channels and commodity resources, and then develop products, and then get users. "Beijing Bo na Qualcomm Technology Co., Ltd. Vice president Liu Mingmin told billion power network." In his view, the two-dimensional code scanning Tool threshold is very low, has enough media channels, so that two-dimensional code access to more audiences, and can stimulate the audience scanning and interaction, in order to establish a real advantage.

According to the billion power network to understand, Bo Turner is subordinate to the CICC Investment group, through the acquisition and other means to integrate a number of media resources (such as dynamic balance ads), with a number of subway line advertising resources. Coupled with the Chinese youth newspaper, a university student DM magazine "Chat" has a certain number (about 300,000) of college students accumulate, online channel has a strong advantage.

Rich media resources to bring not only two-dimensional code distribution channels, but also wired on the line of various types of advertisers merchants. According to Liu Mingmin Introduction, as of now, including cool-send mobile phones, DHC, Maybelline, Dior, Happy Twist, Yoshinoya, Ctrip, Amoy, hundred million shopping, Lok Bee nets, shop 1th and so on, and other businesses have established a cooperative relationship with Bo Na. Businesses take out part of the product, sacrificing a certain amount of profits, through the limited purchase, two-dimensional code scanning concessions and other ways to attract consumers to buy in the shot enough app.

However, Liu Mingmin also stressed that for the above-mentioned businesses, the sale of sufficient channel function is not the main, its corresponding offline media display opportunities is the focus. "What businesses have to do is to use the subway, bus and magazine products to showcase their brand image in the minds of consumers," he said. That is to say, pat enough of the current marketing channel nature is far greater than the nature of distribution channels. ”

The two-dimensional code needs to be used on the blade.

Although the name is "shot enough", the mobile app is doing far more than just "taking" two-dimensional code. "Shake", timed snapping, coupons, audio books and other functions are loaded into this app. This does not seem to be a rational approach to the mobile product industry, which is "focused, simple" as a basic product concept.

Liu Mingmin to billion power network, coupons, audio books are just to facilitate the daily use of users, the future will be phased out, so that products more focused. To do the brand marketing and commodity trading based on two-dimensional code is the core of the film.

According to Liu Mingmin, for its cooperative merchants, the conversion of goods to two-dimensional code and distribution, the purpose of the main two: a strengthening of brand influence, improve the brand image of the audience arrival rate; The second is to improve customer activity, especially the use of two-dimensional code concessions to stimulate users in the inactive time to generate purchase.

"The two-dimensional code has its fit for the scene and the time." Liu Mingmin said that the blind display of two-dimensional code can only be a waste of costs, not to achieve the desired effect. It is an important two-dimensional code application scenario that the use of two-dimensional codes to increase the store rate in the cold time period mentioned above is also an important use scenario for users ' leisure time, waiting time and reading time.

And in the case of two-dimensional code, such as walking process, crowded public places, too much two-dimensional code display will not outweigh the gains. Liu Mingmin introduced, in Japan and South Korea, the subway two-dimensional code application is quite popular, but not in China.

Because the domestic subway is usually quite crowded, it is difficult for pedestrians to take out mobile phones to scan two-dimensional codes in such situations. Again, in the rush of people to stop to sweep code, easy to lead to dangerous accidents, so the subway department of two-dimensional code advertising is also very cautious, "many areas are required for each light box ads can not exceed 2 two-dimensional code." ”